Tools to protect creative works vary in size, scope and specialties. Trade marks (registered and unregistered) are distinctive signs, symbols, words, or logos used to differentiate goods or services of one company from those of another and help consumers identify the origin of products in the market. Word marks cover a particular word or combination of words which represent a brand name. Device marks (logos, designs, or images) serve as visual representations of a brand. Collective marks indicate the origin of the goods or services from members of an organisation or association. Certification marks indicate that products meet certain quality standards. Each type of mark carries its own legally defensible scope of protection, leveraged in practice to safeguard a company’s identity and associated brand reputation.